Programmatic Disruption for Premium Publishers

Holm Münstermann () and Peter Würtenberger ()
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Holm Münstermann: Axel Springer Media Impact
Peter Würtenberger: Axel Springer SE

A chapter in Programmatic Advertising, 2016, pp 25-36 from Springer

Abstract: Abstract For publishers of journalistic websites who offer contextual advertising, the rise of programmatic advertising represents a particularly big challenge: They risk being demoted to mere suppliers of ad space, as data points for determining target groups can be purchased separately. Publishers can only overcome this challenge by taking the plunge into programmatic, data-based selling — and buying.

Keywords: Sales Revenue; Online Marketing; Advertising Budget; User Segment; Advertising Revenue (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-319-25023-6_3

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DOI: 10.1007/978-3-319-25023-6_3

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